MARKETNG 3505 - Management of Brands III

North Terrace Campus - Semester 1 - 2015

A company's brand will often be amongst the most valuable of their assets. Even startup companies and individuals need to be conscious of what their brand stands for. The "Brand Manager" in a large company is responsible for the maintaining and growing the value of the company's brand. This course prepares student for this role, for "products" that may be a good or a service, a tangible or an intangible. Industry standard brand metrics are used as an introduction to practical measurement and management and the course advances to the theory of brand equity, points of parity and points of difference. Brand co-creation is explored, with particular reference to social media marketing such as Facebook, Twitter and Blogs. The leveraging of brand equity into brand extensions (as with Virgin) is evaluated as a form of growth strategy.

  • General Course Information
    Course Details
    Course Code MARKETNG 3505
    Course Management of Brands III
    Coordinating Unit Business School
    Term Semester 1
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 2500 or MARKETNG 1001 and MARKETNG 2501
    Corequisites MARKETNG 3500
    Course Description A company's brand will often be amongst the most valuable of their assets. Even startup companies and individuals need to be conscious of what their brand stands for. The "Brand Manager" in a large company is responsible for the maintaining and growing the value of the company's brand. This course prepares student for this role, for "products" that may be a good or a service, a tangible or an intangible. Industry standard brand metrics are used as an introduction to practical measurement and management and the course advances to the theory of brand equity, points of parity and points of difference. Brand co-creation is explored, with particular reference to social media marketing such as Facebook, Twitter and Blogs. The leveraging of brand equity into brand extensions (as with Virgin) is evaluated as a form of growth strategy.
    Course Staff

    Course Coordinator: Associate Professor Roberta Crouch

    Lecturer in Charge: Dr Roberta Crouch

    Location: Room 10.13, Nexus 10
    Telephone: 8313 6892
    Email: roberta.crouch@adelaide.edu.au
    Website: https://myuni.adelaide.edu.au/


    Tutor: Ms Bora Qesja

    Email: bora.qesja@adelaide.edu.au


    Your tutor is your first point of contact. They will be available during tutorials to answer any questions. Please use this time to ask questions.
    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course, you will be able to:

    1. Discuss the role of branding in creating strong brands;

    2. Identify and explain strategies that build brand equity;

    3. Demonstrate how knowledge of branding can be applied to marketing;

    4. Display critical thinking and problem solving skills;

    5. Gain, evaluate, and synthesize information and existing knowledge from a number of sources and experiences;

    6. Prepare a professional, logical and coherent brand audit within a specific context.

    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1,2
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 5,7
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 4
    Skills of a high order in interpersonal understanding, teamwork and communication. 1,5
    A proficiency in the appropriate use of contemporary technologies. 4,6
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. 3,4
    A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. 8,7
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 8
  • Learning Resources
    Required Resources
    Text Book:
    Keller, Kevin L. (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Fourth Global Edition). Pearson, Australia.8
    Online Learning
    All the information (course slides. recordings and case studies) will be uploaded on Myuni.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course entails 2-hour face-to-face lectures and one 1-hour tutorial over the semester. 

    Please attend the tutorial you are enrolled in. Attendance will be taken and participation marks will be allocated.

    Lectures will commence on Tuesday 3rd of March and will conclude on Tuesday 2nd of June. Tutorials will commence Tuesday 10th of March and conclude on Tuesday 2nd of June. No classes and tutorials will be held on the 17th of March.

    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    Students in this course are expected to attend all lectures and tutorials.


    Learning Activities Summary

    Week

    Topic and tasks

    1
    Brands and Brand Management
    3/03
    Roberta
    Reading:
    Text Chapter 1
    Tutorial Activity:
     - No Tutorials
    2
    Customer-Based Brand Equity, Brand Positioning, Resonance and Value
    10/03
    Roberta
    Reading:
    Text Chapters 2 & 3
    Tutorial Activity:
    - Ethical Fashion Case Study Discussion
    3
    Lectures and Tutorials Cancelled for this week

    17/03

    Both the Lectures and the Tutorials are cancelled for this week only

    4
    Developing and Selecting Brand Elements and Designing Marketing Programs
    24/03
    Bora
    Reading: T
    Text Chapters 4 & 5
    Tutorial Activity:
    - Body Shop Case Study Discussion
    5
    Communicating Brands and Leveraging Secondary Brand Knowledge
    31/03
    Bora
    Reading:
    Text Chapters 6 & 7
    Tutorial Activity:
    - Hugo Boss Case Study Discussion
    6
    Tracking and Measuring Brand Equity
    7/04
    Roberta
    Reading:
    Text Chapter 9 & 10
    Tutorial Activity:
    - Group Work on Brand Development
    - Hand out Case Study for Quiz – Explanation

    Mid-Semester Break 11/4/2015-25/04/2015

    7
    Designing and Implementing Brand Architecture
    28/04
    Bora
    Reading:
    Text Chapter 11
    Tutorial Activity:
    - In Class Quiz - Case Study handed out in week 6
    8
    New Products and Brand Extensions
    5/05
    Roberta
    Reading:
    Text Chapters 12
    Tutorial Activity:
    - Weight Watchers Case Study Discussion
    9
    Managing brands over time
    12/05
    Roberta
    Reading:
    Text Chapters 13
    Tutorial Activity:
    - Group Work on Brand Development
    10
    Managing Brands Over Geographic Boundaries and market segments
    19/05
    Roberta
    Reading:
    Chapters 14
    Tutorial Activity:
    - Discussion of Premium Watch Branding Comparisons
    11
    Closing Observations
    26/05
    Bora
    Reading:
    Chapter 15
    Tutorial Activity:
    - Brand Development ‘snap-shot’ (Group Assessment)
    12
    Exam Preparation
    2/06
    Bora
    Exam Revision – lectures and tutorial

    Tutorials are an important component of your learning in this course. The communication skills developed in tutorials by regularly and actively participating in discussions are considered to be most important by the Business School and are highly regarded by employers and professional bodies.

  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary

    Assessment Due Date and Time Weight Learning Objectives
    Mid-Semester case study quiz
    (Individual Assessment)
    April 28,2015 in Tutorial 20% 1,2,3,4,5
    Developing an Original Brand
    (Group Assessment in 2 parts)
    Sanp Shot 5%
    May 26,2015 in Tutorial

    Video Presentation 25%
    June 2, 2015-submitted via
    USB in Tutorial
    Total of 30% 1,2,3,4,5,6
    Tutorial Participation
    (Individual Assessment)
    Ongoing 10% 1,2,3,4,5,6
    Final Exam
    (Individual Assessment)
    TBA 40% 1,2,3,4,5,6
    Assessment Related Requirements
    To gain a pass for this course, a mark of at least 50% must be obtained in the final exam, as well as a total of at least 50% overall. Students not achieving the minimum total final exam mark will be awarded no more than 49.


    Assessment Detail
    The assessment components are as follows.


    Case Study Quiz                      20%
    Due Date: April 28, 2015 – in tutorial

    A case study will be handed out in tutorials held on April 7, 2015 and it will be posted on MyUni after that date. The quiz pertaining to the case study will be conducted in tutorials on April 28, 2015 and will be different for each tutorial group due to time differences of the tutorials throughout the day.

    Brand Development Project     30%
    Due Date: Snap Shot on May 26, 2015 (5%), Video presentation recording during the tutorial of June 2, 2015 (25%).

    This is a group assignment (maximum of 5 people per group). The group is tasked with developing an original brand for a product or service. This will include (among other things) identity, brand elements, target audience, position and product value. More information on this will be provided in lectures and tutorials. The overall project is assessed in 2 parts:

    1.      
    ‘Snap Shot’ 5 minute per group presentation will provide a very ‘short, sharp and shiny’ overview of the brand that you have created. You are restricted to 3 slides! It is permissible for only 1 member of the group to present – all group members will get the same grade (5%).

    2.      
    Video Recording of a 15-minute presentation that provides a succinct but comprehensive overview of your brand. This should include each member of your group. No group member can be allocated a mark for this if they are not present. In conjunction with the submission of your recording (video with audio), you must also provide a copy of your PowerPoint presentation so we can view both simultaneously when assessing your work (25%).

    Tutorial Participation   10%

    A mark is awarded for tutorial participation and attendance. Students are required to not only attend tutorials but to read and be prepared for case study discussions, and to take an active part.

    Final Examination (TBA)          40%

    Information regarding the exam format will be provided during lectures and tutorials on June 2, 2015.

    Submission
    Extensions to the due date of individual assessment may be granted under special circumstances. An extension request based on
    illness or on exceptional personal circumstances must include the "Supporting Statement / Certification Form" at: http://www.adelaide.edu.au/student/exams/Medical_Compassionate_Application_Form_-_12_June_2013.pdf

    Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University
    form, and have the medical practitioner complete it.   A normal doctor's certificate will not be accepted. For supplementary examination on compassionate grounds refer to:
    http://www.adelaide.edu.au/student/exam/Medical_Compassionate_Application_Form_-_12_June_2013.pdf

    Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted because of poor hand-writing.

    Assignment Guidelines including Referencing Details

    A copy of the Postgraduate Programs: Communication Skills Guide will have been given to you at the beginning of your program.  This guide will assist you structure your assignments.  A copy of the guide can also be downloaded from http://www.business.adelaide.edu.au/documents/CSG_business_Web_final.pdf

    This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for your undergraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used.
    Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism.
     
    Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided in the Communication Skills Guide.
     
    Late Assignment Submission
    Students are expected to submit their work by the due date to maintain a fair and equitable system.  Extensions will generally only
    be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date using the appropriate university form. Each request will be assessed on its merits. No extensions will be awarded for group work. A late assignment where no extension has been granted will be penalised by a reduction of 10% of the mark given for each day, or part of a day, that it is late.

    Return of Assignments

    Lecturers/Tutors aim to mark and return assignments to students within two (2) weeks of the due date with written feedback. 

    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

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    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

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  • Policies & Guidelines
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